When it comes to capturing people's attention, video is particularly effective, with 69% of people deciding to buy software after watching a video. Sales Development Representatives (SDRs) in sales teams struggle to engage potential customers through email, but leveraging the power of video can help cut through the noise. The company experimented with using video in emails and created a "cupcake" version of the larger project, targeting trialling leads and promising prospects. They found that videos were 52% more effective at getting replies compared to text-only emails and received positive reactions from leads who received the videos. Key practical learnings included keeping each video short, adding value by mentioning previous interactions, asking what leads hope to achieve, and finishing with a direct call to action. However, scaling this approach can be tricky, but the company has developed Video Bots, which combine the advantages of video with bot-powered automation, providing a scalable approach to video engagement for businesses.